I simply adore the Kleenex ‘Let it out’ campaign. It doesn’t matter how many times I see those commercials, I still think it is genius.
Facial tissue ads are all the same: a sick child with a doting mom demonstrating the tissue’s attributes of being strong/durable and/or soft. So boring and predictable.
Kleenex deviated from the typical route of ‘letting it out’ regarding colds and expanded the notion to letting all things out, including emotions. I love seeing all these strangers opening up and telling such different stories. Kleenex capitalized on the idea that you feel better once you let things out and sometimes, all it can take is a good listener and coincidentally, Kleenex tissues. These ads create a new feel and image for the brand besides just thinking of Kleenex when you are sick. They also had the perfect music selection to compliment that blue couch.
So, go ahead and let it out
Genius. Pure genius.
